The key, not surprisingly is great content which makes people stop, think differently and take action. Quality, well timed and targeted content marketing builds brand empathy and consumer trust in your company.
The likes of Google give greater prominence to content which is truly valuable to their users. So quality and original content must form a key part of your SEO strategy.
Thirty Seven started life as an SEO and web design agency and our content producers ensure all the content we create is optimised for search.
Our journalistic approach to content ensures keywords appear naturally in our content which means it can easily be found online and keeps the audience coming back for more.
As journalist led content creators we also love to survey your existing, lapsed and potential customers to see what they think and want from your brand. The result? You will know where to focus your future content efforts and the changes you need to make.
It may not sound glamorous, but without proper scrutiny and examination how do you know your content is relevant to your audiences?
Successful content depends on good research – just like a news story. At Thirty Seven, we often use sector specialist journalists to understand your audience, your competitors, identify content gaps and spot emerging trends.
Our journalistic instincts enable us to propose a strategy which will get you heard and extend your reach with more likes, shares, and comments.
But the constant idea generation which good content demands can feel like a daunting challenge.
This is why we work with people who devise and develop content ideas every single day – journalists. If you have a newspaper, magazine, website or airtime to fill you simply cannot run out of ideas.
Our journalists are sector-specific experts who have a detailed knowledge of their ‘patch’ and can spot new and emerging trends.
That’s why we place a huge emphasis on editorial planning. We see it as a news or features editor’s role, pulling content from different sources, ensuring deadlines are always met, prioritising certain content above others, identifying future hooks and understanding the desired result.
Our editorial team will work with you to map your content out in advance on an editorial calendar, whether it is blogs, eBooks, interactive games or white papers so that it always goes out at the right time.
Our journalist led approach ensures we produce emails your customers want to receive.
Clickable headlines mean our campaigns stand out in crowded mailboxes and content which is timely, relevant, unusual and contains the human interest angle ensures recipients keep coming back for more.
What’s more, our email marketing campaigns are easily trackable with almost instant results.
It allows businesses to develop a personality, connect with customers and share relevant and valuable content. Moreover, Google rewards companies which produce valuable content for its customers.
By working collaboratively with your product specialists our journalist led approach to blogs will give your brand a voice and help you talk about your products and services in a way which builds trust and does not sound like a sales pitch.
This approach enables you to be seen as experts in your field – thought leaders – who are willing to share knowledge.
Social Media Content
This means social media content can’t just be good – it must be thumb-stoppingly good. Whether it is images, videos, graphics, written or interactive content, our journalist led approach will generate content which grabs attention, informs, entertains and above all else is valuable – leading to increased clicks, shares and ultimately more interaction and enquiries.
Whether it is a one off piece of social media content or you would like us to fully manage your accounts, our approach will lead to increased recognition for your brand.
They are typically longer pieces of content which are ghostwritten for a client. Often it will be attributed to someone senior and used in trade publications, sector websites or regional publications.
No matter who has commissioned the article, we have journalists with expert sector knowledge who can produce articles you will be delighted to put your name to.
Monthly listening has increased by 75 per cent since 2013 and more businesses are turning to them as part of their content marketing.
Like radio, podcasts are an incredibly intimate medium. Listeners will often fall asleep with you in their ears, or drive to work listening to your latest musing.
But audiences will switch off when you offer little value or have poor production values.
Get it right though and the opportunities are huge - that’s why we put our podcasts in the hands of experienced radio journalists, producers, and editors.
Speeches & Presentations
Even public speakers with the best delivery can’t cover up a speech lacking strong content. Often the best public speakers are not the best speech writers.
Our editorial team is regularly commissioned to write compelling speeches.
We focus on developing a structure the audience can follow, language they can understand, messages which resonate and persuade, and stories to make the message memorable.
And our graphic designers will create compelling slide decks, presentations, props and handouts that truly add value to your on stage words.
Whitepapers are research heavy pieces which should inform and educate your audience.
We have a team of sector specific journalists to research the subject, interview experts, verify information and produce a persuasive, credible argument.
Our graphic design team will add a creative touch ensuring your whitepaper stands-out and matches your brand identity.
eBooks are a great way to demonstrate your knowledge and authority in a striking, bite-sized way. And position yourself as a thought leader.
They are also a great way to collect data and leads as customers download them from your website – often in return for providing you with their contact details.
The key, of course, is quality, original content. Our editorial team will help with the research, produce content which encourages readers to want to learn more about your business and create an eye-catching design.
They can be static or interactive illustrations and are a brilliant way to grab an audience’s attention and display a lot of research and facts in a clear, visual, and easy to understand way.
The key is to create an infographic which combines meaningful and factually accurate data with stunning design - something our editorial team of journalists and designers are ideally placed to produce.
Adding interactive features to your content is a fun and powerful way to increase its reach, attract more people, entertain your audience and capture important information.
Our designers will work with you to create interactive content which is right for your audience and delivers your message in a creative and intriguing way.
That’s why we take a journalist led approach to our surveys, using questions prepared by experienced reporters to help you get to know your customers and their behaviours better, evoke discussion and generate honest feedback. Each survey we produce is bespoke, intuitive, creative, fully branded and designed to generate the powerful insights and analysis your business needs.
Popular contests are shared by customers to their friends and colleagues (potential new clients), increasing your reach and ensuring more data is captured.
The key is to deliver contests which capture the imagination. Working alongside our creative team will be journalists who have been running contests in newspapers for decades.
But rumours of its death have been greatly exaggerated and many brands are becoming publishers as they realise magazines offer a strong way for them to connect with their clients, potential customers, and staff.
The key is to produce a highly targeted publication which combines attention-grabbing design with powerful words on subjects which matter to the audience – something our editorial team is ideally placed to provide.
Live Event Reporting
For corporate events to truly stand out brands need to be bold. Live reporting from Thirty Seven takes it to the next level.
A team of journalists will cover your event to create and publish written, video and radio content on your website and social media channels.
Essentially, it is a bit like inviting media to cover your internal event – only all the reporting takes place on your website, intranet and social media accounts.
Not only will it enable you to understand whether you are achieving your goals, but knowing what is working well and what isn’t enables you to refine your content marketing strategy.
This in turn will help you improve your content performance – eliminating the hit and miss factor so that you get the most return on investment from your efforts.
At Thirty Seven we use a range of measurements in our reports to give you a complete picture of what is and isn’t working well, from content creation to content promotion.
This will include consumption metrics, such as unique visitors and page views and engagement metrics including average time on page, the numbers of new and returning visitors and the total number of pages a user visits while browsing your website.
On social media, this will include shares, comments and follower growth and on email marketing we will look at open and click rates, subscriber growth and unsubscribes.
And we will also look at conversion metrics to ensure you are achieving your goals.
But measurement can go further still. The latest technology means each piece of sent content can be tracked right down to contact level – turning clicks from strangers into new subscribers, customers and leads.